Lacuna Strategic Marketing   Presents: A practical application of competitive intelligence Leveraging competitive informat...
Challenge Identification <ul><li>The sales efforts of a leading “Marketing Automation” software company were being hampere...
Framing the problem <ul><li>Lacuna was brought in to assess the situation and create a solution that: </li></ul><ul><li>De...
Step 1: Determine Direction <ul><li>Lacuna conducted a series of in depth interviews with leading executives and sales sta...
Step 2: Gathering Intelligence <ul><li>Knowing that achieving a “buy in” depended largely on the relevance of the intellig...
Step 3: Creating Interface <ul><li>With the intelligence gathering infrastructure in place the next step involved creating...
The Resulting Application
Step 4: Managing Intelligence The tool launched with great success.   The sales team was now able to directly sell against...
Partner with Lacuna Strategic Marketing <ul><li>We are in the business of bringing more clarity and insights into your sal...
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C Icasestudy#1

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One example a successfully completed Competitive Intelligence project by Lacuna Strategic Marketing for a leading client.

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C Icasestudy#1

  1. 1. Lacuna Strategic Marketing Presents: A practical application of competitive intelligence Leveraging competitive information in order to enhance sales efforts and provide greater insights into the competitive landscape
  2. 2. Challenge Identification <ul><li>The sales efforts of a leading “Marketing Automation” software company were being hampered by fierce competition and an inability to leverage information and insights in selling against this competition to prospective users. </li></ul><ul><li>The sales cycle was too long as sales executives needed to do excessive research for each potential sale. As a result sales were being lost due to an inefficient intelligence gathering system. </li></ul>
  3. 3. Framing the problem <ul><li>Lacuna was brought in to assess the situation and create a solution that: </li></ul><ul><li>Determined what intelligence was of greatest importance to the sales and marketing organizations. </li></ul><ul><li>Used a sound methodology for gathering relevant information. </li></ul><ul><li>Was designed with an interface that allowed for information to easily and effectively shared with users. </li></ul><ul><li>Was able to be easily managed and kept up to date. </li></ul>
  4. 4. Step 1: Determine Direction <ul><li>Lacuna conducted a series of in depth interviews with leading executives and sales staff within the organization in order to determine what information was most pertinent to enhancing the efforts of the sales team. </li></ul>Based on the results the information was broken down into the following critical areas: <ul><li>General Information/News </li></ul><ul><li>Financial Information </li></ul><ul><li>Marketing Efforts </li></ul><ul><li>Pricing Strategy </li></ul><ul><li>Product Offering </li></ul><ul><li>Overall SWOT Analysis </li></ul>
  5. 5. Step 2: Gathering Intelligence <ul><li>Knowing that achieving a “buy in” depended largely on the relevance of the intelligence and the ability to easily access it, Lacuna leveraged its extensive experience to ensure success. This included: </li></ul><ul><li>Top flight network of paid and unpaid news/information databases </li></ul><ul><li>Staff seasoned in secondary and primary search techniques </li></ul><ul><li>Proprietary methodology for gathering, ranking, managing insights </li></ul>
  6. 6. Step 3: Creating Interface <ul><li>With the intelligence gathering infrastructure in place the next step involved creating a user interface for the Sales and Executive Teams. Among the user requirements were: </li></ul><ul><li>Ability to edit data </li></ul><ul><li>Ability to upload documents </li></ul><ul><li>Regular news updates </li></ul><ul><li>Establishment of “permissions” </li></ul><ul><li>Make it a web based application </li></ul><ul><li>Make it easy to navigate/search </li></ul>
  7. 7. The Resulting Application
  8. 8. Step 4: Managing Intelligence The tool launched with great success. The sales team was now able to directly sell against the competition over the phone and in real time. As all intelligence becomes old or changes the client needed to ensure that the team had access to the most current data possible. To do this Lacuna: <ul><li>Created an easy interface to edit and make changes </li></ul><ul><li>Created fields that updated on a regular basis with latest news </li></ul><ul><li>Provided scorecard that highlighted relevant changes to the competitive landscape to be sent out monthly </li></ul>
  9. 9. Partner with Lacuna Strategic Marketing <ul><li>We are in the business of bringing more clarity and insights into your sales and marketing efforts. </li></ul>For more information : Ryan Jensen [email_address] (602) 478-8187 www.lacunastrategy.com

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